 ProTrader Scimitar Global Ventures Sandler O’Neill & Partners Capital Advisors Group London-Based Bank North Fork Bank AllianceBernstein UBS |
The following case studies offer insight into the type and quality of our work, illustrating the results KDJ and its principals have produced for a variety of clients. Texas-based electronic trading firm Cornerstone Securities retained KDJ to achieve an evolving range of ambitious goals in support of growth, branding, reputation management and exit strategy, all within a tightly compressed timeframe. Our first assignment was to rebrand and relaunch Cornerstone as ProTrader, a name we recommended to ideally differentiate the firm as the premier partner for professional traders. Our launch of ProTrader included new brand messaging and related copy, a new logo, and a full suite of supporting collateral, including a new website. KDJ then launched a national advertising and aggressive media relations campaign that encompassed cable TV, radio, national newspapers, trade publications, Internet outlets and direct mail. Our integrated program achieved a number of key strategic objectives, including:
When newly formed investment firm Scimitar Global Ventures needed to launch itself in the global financial marketplace, it turned to KDJ. KDJ’s integrated advertising and public relations team developed and defined the Scimitar brand from the ground up – an effort that involved the creation of a complete corporate identity package for Scimitar (logo, letterhead, pocket folder and brochures), as well as the development of a website and client newsletter. In creating an award-winning corporate identity for Scimitar, KDJ surmounted a significant challenge: Because Scimitar was headquartered in Dubai, United Arab Emirates, all copy and design elements – including the color palette – had to respect the sensibilities of a Middle Eastern audience and appeal to a diverse range of international constituents. Working with KDJ gave Scimitar the resources it needed to establish and maintain an appropriate global profile and achieve growth targets during the firm’s critical early stages.
Sandler O’Neill & Partners needed to communicate its commitment to resuming normal operations after suffering devastating losses as a result of 9/11. It turned to KDJ to establish new branding based on its client-focused culture, and to highlight its significant industry achievements and milestones. KDJ created a new logo and tagline, and launched a national multimedia advertising campaign that included national/international cable TV, national newspapers (The Wall Street Journal, The New York Times) and select consumer/investor publications. KDJ’s program helped Sandler O’Neill & Partners achieve unprecedented success in 2002:
*Source: SNL annual rankings of lead financial advisors in bank & thrift mergers by number of transactions, Jan. 1 – Dec. 31, 2002
Capital Advisors Group, an independent treasury specialist offering short-term cash investment solutions for corporate cash reserves (among other services), hired KDJ to update its corporate identity and launch an integrated advertising and public relations campaign to support growth and related strategic objectives. KDJ’s first move was to develop a comprehensive identity package and communications strategy, elements of which included:
The program helped make Capital Advisors Group one of the leading treasury managers in the US, serving companies of varying sizes in a variety of growth industries.
Directing the US launch of a breakthrough electronic cash transfer system for a London-based bank posed numerous challenges:
Additionally, messages and desired outcomes varied considerably within target audiences, which included money center banks that were potential regional licensees, prospective technology partners and suppliers, and consumers, whose early interest and demand was deemed an important accelerator of buy-in from business targets. In the end, an intense media relations campaign successfully reached and influenced audiences, achieving all client goals established for this multiyear assignment. Of paramount importance, North American licenses were fully subscribed within a timely manner; participants included such institutions as MasterCard and Wells Fargo Bank.
To introduce Manhattan small businesses to North Fork Bank, KDJ partnered with Crain’s New York Business, a leading New York business weekly, and Bloomberg Radio, New York’s top business radio station. KDJ identified small businesses within a defined radius of new North Fork branches and sent each a North Fork Bank cover-wrapped issue of Crain’s. The wrap informed business owners that North Fork was giving them a six-month Crain’s subscription, and provided contact information for local North Fork branch managers. KDJ also partnered with Bloomberg Radio to develop the “North Fork Bank Small-Business Minute,” a drive-time business segment. KDJ worked with Bloomberg editors to focus reports around high-priority North Fork products, such as commercial mortgages. KDJ also arranged to host North Fork-sponsored small business seminars and events at Bloomberg facilities. Finally, KDJ negotiated an agreement under which Bloomberg provided large-screen TVs to North Fork’s new Manhattan branches. By agreeing to show a specified amount of Bloomberg Television programming, North Fork was able to use the TVs to present KDJ-developed North Fork video loops and commercials as in-branch brand reinforcement. Once North Fork had established a Manhattan presence, KDJ secured sponsorship of the WCBS Newsradio 880 “Small Business Breakfast,” a thrice-yearly event that brings New York-area small business representatives together to network, hear guest speakers and learn about North Fork Bank financing solutions. The high-visibility forum receives extensive promotion on New York’s leading all-news radio station.
North Fork Bank was almost ready to introduce Incredible Interest Checking, a high-interest checking account, when it learned that another bank was about to launch a similar product. To help North Fork beat its competitor to the punch, KDJ worked feverishly to write and produce radio spots that aired on 12 local stations, as well as develop black-and-white and color print ads – in 39 different sizes – for 39 New York metropolitan area-newspapers. There was one additional challenge: to produce and air a 30-second TV spot within 5-1/2 hours. KDJ met its deadline – and helped North Fork reap more than it had ever anticipated from its product launch. In the end, North Fork invested $1.5 million in the Incredible Interest Checking campaign, which generated more than $1.6 billion in new deposits in an 8-week period.
An aggressive media relations campaign served as the primary tactic for launching CollegeBoundfund, AllianceBernstein’s tax-advantaged 529 college savings offering. Obstacles to the launch included a late entry into the market, the fund’s sponsorship by only one state - Rhode Island - and the fund’s relatively uncompetitive fee structure. Working directly with the company’s CMO and product management, we developed and refined messaging on an ongoing basis, highlighting the product’s wide and then-innovative range of investment options as its primary positive differentiator. Also promoted were such features as a then-unique age-based risk allocation model. To enhance AllianceBernstein’s “share of voice” in media coverage of this investment category, we also created and promoted a semiannual survey to determine parents’ college savings knowledge and preparedness. The results were predictably alarming and newsworthy, revealing a widespread lack of adequate college savings and little awareness of required funding levels. We also prepared and promoted product management executives as expert spokespersons on trends within this category, gaining additional media coverage of their opinions and insights in our full range of target media, reaching both consumers and independent distributors. This program was integral to AllianceBernstein’s quick achievement of number one market share in this category, despite the significant obstacles faced at the time of launch.
When UBS was looking to subscribe a State of Connecticut bond offering, it turned to KDJ for help in finding appropriate investors.Targeting affluent (annual income of at least $200,000) Connecticut residents between the ages of 35 and 64, KDJ conducted demographic research that produced several key findings:
To reach these pockets of affluence, KDJ developed a media strategy that concentrated exposure in these three counties while also providing full state coverage. The agency used a combination of Connecticut radio, the Connecticut section of The New York Times, selected Connecticut daily newspapers and several local business publications to target affluent Connecticut residents cost-effectively. In the end, KDJ’s media strategy paid big dividends for UBS, which fully subscribed its offering within three days.
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